See how WORX built a social campaign before there was social media, and used guerilla marketing tactics to double AT&T U-verse marketshare within sixty days.
AT&T U-verse is seemingly everywhere now. But in 2007, when it was competing for relevancy, AT&T selected WORX from a list of national marketing agencies to develop a make or break campaign. With some renegade thinking, the campaign made it – and started an industry wide discussion.
The one month campaign more than doubled AT&T U-verse market penetration in Norwalk. The figure is more impressive considering the campaign was not aided by any additional U-verse marketing.
An analysis of the campaign showed a 7.06 : 1 Return On Investment (ROI) of new annual AT&T U-verse subscribers in Norwalk vs. the total campaign investment.
The campaign touched off a local media storm, became a keynote topic at national industry conferences and was written about in several books on integrated and grassroots marketing.
Want to know what the AT&T U-verse Bobby Choice campaign actually cost? You may be surprised when you hear, and you may think that integrated guerilla marketing may be something to consider for your business.